Dive Brief:

• Media measurement company VideoAmp has unveiled VXP, a tool designed to help marketers reach and track audiences across linear TV, streaming and digital platforms, per a press release. 
• VXP, which stands for VideoAmp Cross Screen Planner, will include census-level streaming data from publishers, including Disney, Fox and Paramount, in addition to its previously announced integrations with Snap. In all, the cross-platform dataset will span more than 40 million homes and 65 million devices. 
• VideoAmp uses patented clean-room technology to ensure privacy while integrating the datasets so that advertisers can maximize their reach and effectively allocate their budget to their target audiences, according to the company. 

Dive Insight:

With so many different options for video consumption, the media world is undoubtedly complex and quite fragmented. VideoAmp’s latest product demonstrates how publishers, data providers and programmatic companies are working together to create ways to make things simpler for agencies and brands.

VXP allows agencies and brands to more efficiently reach their targets and augments VideoAmp's currency-grade cross-platform measurement platform, which in recent years has emerged as a competitor to measurement heavyweight Nielsen.

For publishers like Disney, Paramount and Fox, VXP offers a better way to take advantage of content across linear, streaming and digital platforms as they work to demonstrate performance and outcomes for advertisers across their inventory, explained Dana McGraw, senior vice president of data and measurement science at Disney.

“By leveraging insights rooted in identity and our clean room engagement with VideoAmp, we’re continuing to explore new ways we – and the wider industry – can plan and measure reach of audiences in streaming with accuracy and precision,” McGraw said in a statement.

The census-level data increases the precision of ad buys and media planning that has become more complicated amid the shift to connected TV and the emergence of social video platforms, according to Megan Pagliuca, chief product officer at Omnicom Media Group, which will integrate audience and outcomes from its Omni operating system in VXP, per the release.

VXP is available to VideoAmp’s clients in early access and will be available for broader access in the second quarter of 2025 via an API offering.